Winning Moves manufacture and distribute licensed, custom and regional editions of the world’s hottest games, including: Monopoly, Cluedo, Trivial Pursuit, Top Trumps, Guess Who, Connect Four, Risk and Operation.

We work with internationally recognised entertainment brands and have strategic licensor partners across the world including: Hasbro, Disney, Warner Bros, Mattel, Nickelodeon and many more.

A huge part of Winning Moves is our custom games. We create custom and promotional editions of these iconic titles, such as, The Streets of Barangaroo, UNSW,  Hilton hotels, Vodafone, Peugeot and many more! Interested in getting some custom games made? Click here.

Founded in 2012 by Managing Director Reid Herbert, Winning Moves Australia has grown into a 10-strong team. Winning Moves Australia is a branch of the global Winning Moves which was founded in 1997 and has its international headquarters “The Hub” in Paddington, London. Other than Australia, Winning Moves has offices in France, Germany, Spain, Poland, Russia, Turkey and our games are sold around the world.

We’re a group of people passionate about creating great board games. We look to create interesting, fun and unique games for all ages.


Here at Winning Moves, we love toys and games – but we love the environment more. That’s why we’re committed to reducing the amount of single-use plastic in all our products, and eliminating it from our packaging by the end of 2022. From ending the production of plastic film windows, to removing plastic bags and opting for paper and cardboard instead, we’re dedicated to bringing you hours of fun with none of the waste. Soon, the only plastics you’ll find in our games will be those designed to last and be played with for years to come.

Winning Moves is a games company. We make games, sell games and play games; international family favourite games like Top Trumps, Top Trumps Match & Quiz, Monopoly, Cluedo, Risk, Trivial Pursuit, Pass The Pigs and many many more.

The company was founded in 1997 and has offices in London, France, Germany, Spain, Poland, Italy, The Middle East, The US, & Australia and our games are sold around the world.

The games of Winning Moves are known and loved around the world. Monopoly is sold in 111 countries. Top Trumps has fan groups from Johannesburg to Auckland. Cluedo has been played from Madrid to Miami. We work with internationally recognised entertainment brands and have strategic licensor partners across the world including: Hasbro, Disney, Warner Brothers, Mattel, Nickelodeon, FC Barcelona and many more.

Top Trumps is fondly remembered from its original heyday in the playgrounds of the 1970s and 1980s. Now, thanks to our team of Top Trumps specialists, the game is not only loved by nostalgic mums and dads but also children of all ages as their favourite subjects are brought to life! Everything from big brands including the likes of Marvel & Star Wars to our classic editions such as Dinosaurs & Baby Animals have been given the TT Treatment.

In 2016, we launched two new games which have quickly become top-selling SKUs in the Top Trumps family – Match and Quiz! Match 5 in a row of your favourite Super Mario characters with the Crazy Cube Game or test your knowledge on Marvel or Star Wars to determine who the true Quiz champion really is!

We are the proud producers of city, football and specialist editions of the board game Monopoly and Cluedo, with some of the biggest and best locations finding their home in the classic games – not to mention sports giants like Richmond Tigers, Manly Sea Eagles, Liverpool & FC Barcelona and even very special editions like Game of Thrones and Harry Potter!

We are fast and fun; always on the lookout for the next hot topic or location to bring to life with the World’s Best Board and Card Games.

Most of all, we’re about fun for all ages, and you can start exploring your favourite games by visiting our shop!


To put it simply, we love what we do here at Winning Moves and we strive to deliver only the best quality games. We also offer great customer service and run regular promotions that encourages members of the public to get involved.


Months are spent with our creative team perfecting the look and feel of our games.


Our in-house team of Product Developers work tirelessly to deliver only the best products.


Rigorous testing is carried out on all of our products to ensure that they are created to Australian standards.


We have games that are suitable for all occasions, see for yourself!


Creating your very own edition of your favorite games is surprisingly simple, ask us how!


Our team is always happy to answer any questions or concerns you might have about our products.

meet the team

Winners are grinners!

Growing up in the toy industry, Reid has a passion for toys and enriching the lives of children & adults through interactive game play! His father worked for ‘Milton Bradley’ during the 80’s (which Hasbro later acquired) and this is where Reid had has first taste of toys and big business, in fact his first part-time job at age 10 was sweeping the warehouse floor during school holidays and learning all facets of the supply chain process. Once completing his HSC in 2000 and completing a course in Business Management at TAFE, Reid joined his father’s company UGames in 2002 and steadily rose to the role of National Accounts Manager. During a 2012 visit to Hong Kong toy fair, he met Winning Moves UK CEO, Tom Liddell and after a lengthy 4 hour chat the deal was done to make Winning Moves Australia a reality and the rest so they say is ‘history’.
Reid likes to go FAST!

Reid Herbert

Managing Director
Jason has spent the past 25 years working in small to medium size businesses. He enjoys taking complete ownership of all aspects of finance and freeing up the Managing Director to work on growing the business. Skills include delivering accurate and timely financial information, ensuring all tax obligations are meet and up to date, enjoy developing staff on best financial practice, having a complete understanding of all areas of the business and very tight debtor control.
Who do we sing for?

Jason Ciantar

Financial Controller
Veronica is an extremely experienced, efficient and self-motivated National Accounts Manager with over 15 years sales experience. She has worked for numerous well know companies including, Fox Home Entertainment, Warner Home Entertainment, Universal Home Entertainment and Foxtel to name a few. Veronica has successfully built strong relationships at head office level across most major retail chains, including Big W, Woolworths, Target, Kmart, Best & Less, Myer, David Jones, Dick Smith, Harvey Norman, Officeworks, JB Hi Fi and Toys R Us. A resourceful and hardworking professional with a never give up attitude; she also likes to challenge the “status quo” and find more efficient and better ways to go about business! Veronica is affectionately known as the “LOUD” one in the office and has a laugh that would rival the Wicked Witch of the West!
The crazy cat lady!

Veronica Cadman

Sales Manager
Natalie is our National Accounts Manager in the Commercial team and has over 14 years’ experience in the toy industry. While completing her Bachelor degree in Business Admin.(International Business), she started her career as a Store Associate at Toys R Us. She held several roles at Toys R Us including Buyer Assistant, Category Planner, Buyer for Girls Toys, Impulse Toys, Seasonal & Party Goods as well as eCommerce Merchant. She then went on to be Category Buyer on Groupon before moving to the Sales team at Winning Moves Australia as National Accounts Manager.
Is a huge Simpsons fan… that’s why her last name is Homer!

Natalie Homer

National Accounts Manager
With a professional background in the AFL having played for Richmond, Marc is the Business Development Manager looking after all custom games sporting partnerships. He has been involved in the sport for last 19 years playing and coaching at senior level and meeting people from different walks of life across the country has aided him in his working career. He is a passionate sales professional who prides himself on hard work and going that extra mile to build sustainable working relationships.
Would know more Elvis songs than your grandmother!

Marc Dragicevic

Business Development Manager
After returning from an extended working holiday in the United Kingdom, Dale is our latest addition to the custom games team. Dale’s background in business development has helped him forge close working relationships with a variety of staff and organisations within the sports business world. He adds a calm, yet relentless working attitude to the Winning Moves office.
Once face palmed Prince Harry … accidently!

Dale Hackett

Business Development Manager
Adam Hunt has over 10 years' experience in the media industry, composing news digests for UK government departments and as a writer for Sydney’s The City Hub newspaper, interviewing notable figures such as Julian Assange and Anthony Lister. Adam joined Winning Moves four years ago, setting up the Product Development department, and today oversees the development of all our products.
Would wear shorts to a gala dinner if he could.

Adam Hunt

Head of Product Development
Chris graduated from the University of New South Wales with a Bachelor of Design Studies majoring in applied object, graphic and media. As a designer, Chris has experience working in branding, packaging, web and digital design. In 2017, Chris joined Winning Moves as a Product Developer. With his passion for games and design, Chris plays a key role in the development of custom games as well as providing a full range of graphic materials for the company.
An avid gaming nerd!

Chris Ng

Product Developer
Alex is the Sales Administration Assistant to our Retail Sales Team and Assistant to our Managing Director, Reid Herbert. With a Diploma in Advertising, Alex has worked mainly within the media industry with a focus on administrative roles within TV, Radio and Advertising. In her spare time, Alex enjoys spending time outdoors, going to brunch and hopes to one day travel the world again (with her pre-schooler son in tow)!
Was once a child extra on E Street!

Alex Woodward

Sales Administration Assistant
A graduate from Griffith University, Judy worked for four years in a variety of roles in Accounts Payable, Accounts Receivable, Cash Management and End of Month Finance in Darwin, followed by five years working as an Accounts Assistant in her home country of China. Judy recently returned to Australia with her family and continues to chase her purple dream of the Jacaranda blossom. As an Accounts Coordinator, Judy loves to process orders correctly and in a timely manner whilst learning and making progress in her role every day!
Loves the jacaranda tree!

Judy Wu

Accounts Assistant